The iconic Logan Square ice cream stand known as The Freeze, which shuttered in 2023, is poised to be reborn anew, thanks to the efforts of Hogsalt Hospitality. The former 73-year-old neighborhood favorite located at 2815 W. Armitage Avenue will transition into an outpost of the growing burger and milkshake brand Small Cheval. According to a report by Eater Chicago, the new menu will still feature ice cream and milkshakes utilizing the original Freeze’s equipment changes are afoot for the cherished establishment.
Amidst aesthetic overhauls and additions, the updated space will maintain the storied Freeze’s signage and the building's exterior, ensuring continuity with the past. Hogsalt has not just focused on the real estate but aims to leverage the brand equity of The Freeze as well, blending nostalgia with its modern take on fast-casual dining.
Further details regarding the redesign were briefly available on the website of Logan Square architect firm Via Chicago before being pulled down, following social media attention and inquiries. Renderings showed improvements like customer bathrooms, a first for the building, as well as a more substantial kitchen and a rotation of the walk-up window toward an outdoor patio, designed to enhance customer flow and retain the establishment's "classic, quirky" appeal. These details surfaced amid increased speculation about the fate of the location after the beloved ice cream stand had been closed and boarded up since the previous summer.
In an earlier comment to Eater, Hogsalt's founder and CEO Brendan Sodikoff confirmed the integration of ice cream into the new concept, saying "I love the Freeze; I didn’t think too hard on this. Seemed like a natural fit to put the two together." While the timeline for reopening has not been officially announced, the Logan Square Small Cheval would mark the chain's eighth location in Chicago, joining others in neighborhoods such as Hyde Park, Gold Coast, and Wrigleyville. The initiative reflects a trend of blending established community names with fresh experiences to satisfy both old patrons and new.
It remains to be seen how the new iteration of The Freeze will meld with community expectations. The site's previous owner, Tony Zarcone, had expressed hopes that the new owners would continue the ice cream legacy. "I’d love to see ice cream come out of this place again … but I don’t know," Zarcone told Block Club Chicago in the prior discussions about the venue's future. With soft serve set to remain on the menu, it appears that Hogsalt is attempting to balance change with tradition, at an intersection where nostalgia meets contemporary dining trends.
